Case Studies
From Brochureware to 500+ SQLs/Month: How I Transformed a Static Website into a Lead Generation Powerhouse
April 16, 2025
The Short Version
When GTT Communications' CMO transferred our underperforming corporate website to my team, it was generating just 5-10 basic inquiries weekly.
As VP of Demand Generation, I applied my PRISMA framework to transform this static "brochureware" into a high-performing demand generation channel.
Through strategic SEO, content development, UX redesign, and conversion optimization, we turned the site into a 24/7 SQL machine, delivering over 500 qualified leads monthly within 18 months.
The Challenge: A Website Collecting Dust Instead of Leads
When I took over GTT's website two years into my tenure as VP of Demand Generation, I inherited what many B2B tech companies still maintain: a digital placeholder rather than a strategic asset.
Our $3 billion global tech company had a website that was:
Generating a negligible 5-10 basic inquiries per week
Filled with limited content that failed to effectively communicate our value proposition
Described internally as "drab and boring" with a poor user experience
Disconnected from our core marketing systems
Lacking robust analytics to measure performance
This represented a massive missed opportunity. From my 20 years of marketing experience, I knew that an optimized website could be a predictable source of qualified leads, exactly what our business needed to support continued growth.
The Transformation Approach: Applying My PRISMA Framework
I tackled this opportunity with a comprehensive 18-month transformation, guided by my PRISMA methodology, a framework I've refined through years of demand generation leadership:
P: Positioning and Messaging
Clarifying the Value Story
I led a complete overhaul of our website messaging, ensuring it clearly articulated GTT's unique value proposition to our target audience. This involved working closely with product teams to create compelling service descriptions that would resonate with our ideal buyers and differentiate us in the market.
R: Revenue Engine Development
Setting the Vision
I established a clear, ambitious goal of transforming the website from a passive online presence into a proactive "SQL machine" operating 24/7. This required building a complete lead generation ecosystem that would attract, engage, and convert visitors predictably.
I: Integrated Channel Strategy
Creating the Content Engine
I initiated and oversaw the implementation of a strategic company blog, establishing a platform for thought leadership, keyword targeting, and ongoing prospect engagement. We developed an editorial calendar aligned with buyer pain points and search behavior, creating regular content that would attract our target audience.
Building the Foundation (SEO)
I selected, hired, and actively managed a specialized SEO agency to build organic visibility, target relevant keywords, and drive qualified traffic. This wasn't just about technical SEO; it was about creating a sustainable traffic acquisition strategy to continue delivering long-term results.
S: Sales Enablement & Alignment
Connecting Marketing and Sales Systems
I ensured the website became fully integrated with our CRM and marketing automation platforms, creating smooth handoffs to sales. We implemented lead scoring and routing rules that delivered only qualified prospects to the sales team, improving their efficiency and win rates.
M: Metrics, KPIs, and Optimization
Data-Driven Approach
I instituted regular performance analysis and reporting for the website, using data to inform ongoing optimization efforts. This included setting up proper attribution models to understand which content and channels were driving the highest quality leads.
Optimizing for Conversion (CRO)
I implemented Conversion Rate Optimization principles and practices, analyzing user behavior and website performance data to identify and execute improvements designed to convert more visitors into qualified leads. This involved continuous A/B testing of landing pages, forms, and calls-to-action.
A: AI and Automation
Enhancing the User Experience
I led a significant overhaul of the website's design and overall user experience (UX) to create a more engaging, professional online presence. We implemented automated personalization to deliver the most relevant content based on visitor behavior and characteristics.
The Results That Matter
The transformation I led delivered exceptional business impact:
Dramatic Lead Growth: We went from 5-10 basic inquiries per week to consistently delivering over 500 high-quality sales-qualified leads (SQLs) per month, a 50x increase in lead volume with significantly higher quality.
Primary Channel Establishment: The website evolved from a negligible contributor to become a primary, predictable, and high-performing demand generation channel for the business.
Timeline: We achieved this transformation over a focused period of 12-18 months from taking ownership and initiating the strategic changes.
Improved Brand Perception: We significantly enhanced GTT's online presence, creating a more modern, engaging, and professional brand experience that better reflected the company's value.
ROI Excellence: The website transformation delivered exceptional return on investment, with customer acquisition costs through this channel substantially lower than other digital advertising efforts.
Why This Matters for Your Business
This case study demonstrates a common situation in B2B tech companies: digital assets that exist but underperform dramatically compared to their potential. Many organizations view their website as a cost center rather than a strategic asset capable of driving significant revenue.
My PRISMA framework provided the structured approach needed to unlock this potential:
Positioning and Messaging: Does your website clearly communicate your unique value to the right decision-makers?
Revenue Engine Development: Is your digital presence designed to generate qualified leads rather than just exist?
Integrated Channel Strategy: Are your SEO, content, and paid strategies working together cohesively?
Sales Enablement & Alignment: Do web leads smoothly transition to your sales team with proper context?
Metrics, KPIs, and Optimization: Are you measuring what matters and continuously improving performance?
AI and Automation: Are you leveraging technology to create personalized experiences at scale?
The question for you as a leader is this: Is your website a static brochure or a strategic asset driving measurable business growth?
As a fractional CMO with proven experience transforming underperforming digital assets into growth engines, I specialize in helping B2B tech companies unlock the full potential of their websites and digital presence. If your organization's digital properties aren't delivering the leads and revenue they should be, let's connect to explore how the PRISMA framework might help you drive similar transformative results.
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